Match Types

    • Defining Negative Keyword Match Types

      August 2, 2017 For our fellow readers who are new to PPC and search advertising, negative keywords allow you refine your bidding and only bid on intend searches, without wasting spend. For example, if you are trying to attract buyers who are interested in jackets, but you don’t sell or carry jean jackets.

      PPC Heroin Paid Search- 14 readers -
  • Broadening your Paid Search Marketing Strategy

    … a bad reputation for driving low quality traffic and serving on low quality search terms. It should be no surprise that advertisers avoid this match type altogether. Even, two of the most popular builds don’t use this match type all together: Single keyword Ad Groups (SKAG) and alpha-beta build. But that’s not to say it should be avoided completely…

    PPC Heroin Affiliate Paid Search- 21 readers -
  • When You Need To Have The Right Words Use Phrase Match

    … October 27, 2016 In early 2014, I wrote a post at a previous agency that outlined the proper way of breaking out match types that I had started to implement with some fellow colleagues once enhanced campaigns came out the prior year. After the initial creation of these campaign types, I continued to optimize and create a larger strategy around…

    PPC Hero- 14 readers -
  • How Keyword Length Performance Can Impact Smartphone Paid Search Strategy

    As more and more advertisers expand their paid search programs onto mobile phones, it’s natural to wonder what keywords will be most successful. The differences in smartphone versus desktop/tablet SERPs, the clumsiness of users’ thumbs, and the large difference in CPCs between devices dictate that advertisers have to approach these spaces differently.

    RKGBlog- 17 readers -
  • Why Your PPC Keywords Aren’t What You Think They Are

    … will use the example of an AdWords campaign for a company that provides PPC services to demonstrate how to go through the process. In this example you bid on the keyword CPC Agency in broad match, believing that a user had to type in that phrase to trigger your ad. We will use the search query reports to: Find the actual search queries users type. Add…

    Adam Lundquist/ PPC Heroin Paid Search Google- 6 readers -
  • PPC – The Ultimate Guide to Pay-Per-Click Marketing

    … can show an ad speaking to “blue running shoes.” The PPC listings within the Google SERPs Through both targeting settings and account structure, advertisers can run successful PPC campaigns as long as relevance is paramount. Main Platforms Google AdWords Run on Google, Search Partner sites, and Display Network sites, AdWords is the largest pay…

    Matt Umbro/ PPC Heroin Paid Search- 36 readers -
  • The Argument For Match Type Segmentation

    … There have been many debates recently in our agency and here on PPC Hero over match type segmentation. It's not surprising that people get heated when hearing that their way isn't best. I suggest that every Account Manager should do what they feel works best, but there are many factors to consider when deciding the best option. There is often…

    Amanda West Bookwalter/ PPC Heroin Paid Search- 22 readers -
  • 5 Strategies For Dealing With Restricted PPC Budgets

    … ads and on your landing pages. You'll be off to a good start. You can hover over a keyword's little speech bubble to find out more information about why it might be getting quality scores reduced. Develop A Strategic Bid Game Plan It's really easy to do a bid change each week or bi-weekly and think: "this keyword is doing great at a 3 ad position…

    Amanda West Bookwalter/ PPC Hero- 10 readers -
  • What Is A Good Click Through Rate (CTR)?

    … - This factor combines the complete search experience from query to landing page. Instead of listing them individually, I include bid, keyword match type, negative keywords/audiences, quality score, and ad copy as part of the overall relevance factor. All of these items need to work together in order to yield a higher CTR. Ad Rank - Even with high…

    Matt Umbro/ PPC Heroin Paid Search- 37 readers -
  • Talk Is Cheap, But Long Tail Keywords Are Not – The Power of Seeds

    … blogs have missed an important aspect. The problem is that your long tail keywords are not only in competition with the exact series of words you are bidding on. While it would seem unlikely that competitors would target your exact long tail keyword - they actually don't need to. With the advent of broad match modifier, it's easy for your…

    Adam Lundquist/ PPC Hero- 10 readers -